The term ‘neolithization’ as it is generally used in relation to southwest Asia narrows the focus of research, and works against our efforts to envision explanations of the process in terms of the long-term evolution of human societies. Here, we re-frame the neolithization process, setting it within the framework of niche construction theory. We argue that the concept of cultural niche construction fits the purpose, but needs to be extended to encompass the more complex social worlds of the Holocene in the form of the cognitive-cultural niche.